"In this sense, commercial and feature films are two completely different things that require different mindsets," he said, adding that he had to forget his identity as a commercial director completely when shooting the film.

Starring Sun Honglei and Lin Chiling, Welcome to Shama Town is now awaiting the judgment of millions of cinemagoers, which Li said is another major difference between features and commercials.

"Back in the days as a commercial director, I only had to deal with the response of my client, while now I have to face audiences from the whole country." He said he expects people's reactions to be mixed, but hopes the film will be "accepted and loved by the majority."

For Li, directing has never simply been a way to make a living. "Film and commercials, with their similarities and differences, are a part of my life," he said with a grin.

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